Analytics & Data Media & Marketing

How Data Is Failing Marketers

(Image via Shutterstock)

For decades, data has promised to revolutionize business, allowing marketers to become more customer-centric, develop more personal campaigns, and create more efficient processes. In the early 1990s, Don Peppers and Martha Rogers predicted the impact of data and the Internet, outlining the end of mass marketing and the dawning of a “one-to-one” age. But this glorious future remains a fantasy. Instead, companies spend less time than ever interacting directly with customers. Rather than offering an easy means of communicating with customers, data has encouraged us to chase quick wins and marginal gains in revenue.   More

Finance Media & Marketing

Money That Aims to Pack a Positive Punch

(Image via Shutterstock)

Impact investment funds, initially created by foundations like Rockefeller, Gates, and the Omidyar Network, seek to convert money destined for pure philanthropy to more strategic and business-driven investments. The returns on these investments are more measurable than those on philanthropy. Even while aiming to achieve financial gains, they support solutions for some of the world’s most pressing challenges around sustainable agriculture, affordable housing, accessible healthcare, literacy, employment, clean energy, and financial inclusion.   More

Media & Marketing Techonomy Events

Building the Brand: A Presentation

Building a brand in today’s hyper-connected, consumer-driven era means two things. First,more than ever before, brands need to own their POV and stay focused. Second, your company has the ability to rise, commute, work, dine, drink and go to bed with your customer; never before has this intimacy been possible. What you do with that relationship determines success or failure. In this presentation at our Sept. 16 Techonomy Detroit conference, Constance DeCherney, head of the iCrossing Collaboratory, looks at some examples to see what it takes.   More

Cities Media & Marketing

Detroit’s LevelEleven Revs Sales Motivation

Team (1)

What do you do as a manager when the conventional means of motivating your sales team—competitions, prizes, inspirational speeches—fall flat? How can you leverage technology to help rally and focus your team around company initiatives, product launches, and winning new business? LevelEleven CEO Bob Marsh set out to tackle these questions when he was at his former job as head of sales operations at consumer engagement platform HelloWorld. Before long, what began as an in-house project evolved into a promising product. “After about six months, we had signed up a dozen paying customers, including the Detroit Pistons and Comcast, so we knew we were on to something,” says Marsh.   More

Media & Marketing

Detroit’s Stik Helps Companies Find Their Biggest Advocates

The Stik team, with Detroit's Comerica Park in the background

When we have important “life administration” decisions to make—getting a loan or a new health insurance plan—we often turn to people we know and trust. A Detroit startup called Stik is asking, “What if businesses could use the Internet to better harness the power of recommendations and benefit from the emerging ‘reputation economy?’” Stik’s end-to-end solution helps businesses grow through referrals, and lets consumers discover businesses they can trust using a new form of social advertising.   More

Media & Marketing

Why Amazon’s Newly-Bought Twitch Has Value

Screen Shot 2014-08-29 at 10.13.21 AM

I'm not sure why Amazon is the one who wants to own Twitch, but it must be part of the merchant's desire to broaden more fully into online media and become a real network of entertainment and content. This elucidating review of a Twitch viewing experience from Re/code underscores several things: the uniqueness of the platform's interface and viewing experience, the immaturity of many of its users, and the power of the brand among those testosterone-fueled boys and young men. It could be a dicey property for a would-be decorous part of the global media landscape to manage, but Bezos thought it was worth a billion dollars, so anybody who wants to know where media is going needs to be alert to it.   More

Media & Marketing

When It Comes to Sports Display Screens, Size Matters

20140310-release

The latest arms race in professional sports is taking place not on the field, but above it. Spurred in equal parts by technological advancement, swelling coffers, and growing competition from at-home screens that bring better-than-being-there experiences into living rooms without all the challenge (and expense) of attending a game in-person, professional and collegiate teams are racing to install bigger, brighter, sharper displays that make old-school videoboards look pedestrian by comparison. “We see the living room as our biggest competitor. Our job is to help the venue manager with fresh content,” said Al Kurtenbach, co-founder and chairman of Daktronics, one of the premier display makers in the world.   More

Media & Marketing

iCrossing’s Collaboratory Helps Brands Disrupt Themselves

Constance DeCherney is a young marketer with a big new job--creating a special operation inside digital marketing expert iCrossing, hosting mini-summits to bring brands together with landscape-changing startups. Clients like Toyota get together with groups of what she calls, in this exclusive Techonomy video interview, "the boldest disruptors." For that session one participant was Dash, which connects your car using a smartphone app for a social driving experience and to make driving more efficient.   More

Media & Marketing Techonomy Events

Ford’s Data-Driven CMO on Mobile, Newsrooms, Tesla, and More

Ford’s Farley says mobile tech changes everything for the auto industry.

Jim Farley of Ford joined David Kirkpatrick onstage at Techonomy 2013 in Tucson. Farley leads Ford’s drive to connect more closely with customers, and serves not only as Ford's chief marketing officer, but also as chief of its Lincoln division. Farley says that data makes marketers better by enabling greater responsiveness to trends and better targeting. "But," the adds, "there's a whole piece of consumer data we haven't figured out yet.   More

Media & Marketing

Critics Say Andreessen’s Analysis of the News Industry Is Broken

(Image via Shutterstock)

It’s doubtful that any publisher in the world was enlightened by venture capitalist Marc Andreessen’s recent blog post pronouncing that “the news business is a business like any business” and that “the news industry is going through a fundamental restructuring and transformation, for worse and for better.” But many likely wonder how he can be “more bullish about the future of the news industry over the next 20 years than almost anyone [he knows],” and why he envisions exponential growth in the next decade.   More

Business Media & Marketing

Edelman and Techonomy Seek to Lead the Conversation Around Technology, Business and Society

Edelman and Techonomy Media today announced a partnership centered on accelerating the debate around the role and impact of technology on business and society. As Techonomy expands its portfolio of events and media products, the companies will collaborate to develop, produce and lead conversations, content and conferences for market leaders, entrepreneurs and institutions that want to change the world through technology. As part of the agreement, Techonomy Media has appointed Edelman as its agency of record for PR and digital services.   More

Media & Marketing Partner Insights

Action! Roll ‘em: Personal Video Poised to Take Off

Video has become as simple for ordinary consumers to create as snapping a photo. But while digital snapshots have become so ubiquitous that they have morphed from a kind of consumer "art" into routine day-to-day communication, that sort of transformation has yet to occur with video. The success on Twitter of Vine, which allows the creation of 6-second repeating videos, suggests such a transition may loom. Now Instagram, too, enables short videos. The raw materials are in place, and the consumer will to change behavior seems to be emerging. This new report from GigaOm research evaluates the factors that may enable the rise of more polished, convenient, everyday videos that could rival stills as a routine tool for consumer communication and expression.   More

E-Commerce Media & Marketing Partner Insights

What Shoppers Want: In-Store Shopping with Online Services

If the electronic commerce predictions of the late 1990s had come true, today's average 18-year-old may never have known what it was like to step in a store or participate in the whirl of shopping as millions of Americans will this holiday season. By today, he or she would have a phone or computer permanently attached to their hand, and anything they would need or want would be ordered online and then delivered directly to them. Who knows? Maybe some products were going to be transported—like Star Trek. But, we all know that has not come true.   More

Media & Marketing Partner Insights

How Marketers Can Use Data to Stay Employed

(Image via Flickr Creative Commons)

It's getting easier to follow users as they walk through the digital landscape. New data-driven marketing tools can extract increasingly meaningful and nuanced insights from peoples' footprints—including their credit card statements, web browsing history, and social media history. When I say nuanced, I mean nuanced: retail stores are even using customers’ phone GPS to track how long they stand in the yogurt aisle. This makes older techniques like retargeting—a cookie-based technology that keeps brands visible even after traffic has bounced—seem like a shot in the dark.   More

Techonomy 13 Media & Marketing Techonomy Events

Future Schlock or Journalism’s Next Golden Age?

While Jeff Bezos and Pierre Omidyar are putting serious money towards serious journalism, the professional news business seems more at risk every day. Yet the need for trustworthy information only grows. Meanwhile, every company wants to create “content,” since “ads” are increasingly distrusted, and expensive. Who will be the arbiters of accuracy? Will the public care? Could a new golden age of substantive journalism arise? Or is the future filled with cat videos? Justin Fox of the Harvard Business Review, Al-Jazeera's Abderahim Foukara, Salon's Cindy Jeffers, Alexandra Leo of IBT Media, Rem Rieder of USA Today, Upworthy's Ashley Simon, and Kaela Worthen Gardner of reddit discuss at Techonomy 2013 in Tucson, Ariz. Watch video and read the complete transcript here.   More

Media & Marketing Techonomy Events

Could Media Get Too Smart About Consumers?

From left, Jacqueline Leo, Samir Arora, Darren Clark, Konrad Feldman, and Alison Lowery. (Photo by Asa Mathat)

Online ads are already creepily close to accurate, to be sure. But as media and delivery platforms morph and as marketers access more data about consumers, ad targeting will undoubtedly become more precise and more useful, industry leaders say. If you’re a vendor, that’s likely welcome news. How consumers will respond to marketers knowing just what they want to buy next will depend on whether "more useful" ads seem too invasive. A “Smart Media” panel discussion at Techonomy 2013 in Tucson on Monday asked, “As robust data-driven dialogues develop between brands and their constituencies, what does that mean for products, those who sell them, and those who consume?”   More

Techonomy 13 Media & Marketing Techonomy Events Video

Smart Media: Waste Not, Want Not

Marketers can customize messages to target audiences with once-unimaginable exactitude. But wary consumers may not see such customized content as a virtue. Media and delivery platforms are morphing quickly. As robust data-driven dialogues develop between brands and their constituencies, what does that mean for products, those who sell them and for those who consume? Samir Arora of Glam Media, Darren Clark of YP, Konrad Feldman of Quantcast, Jacqueline Leo of The Fiscal Times, and Alison Lowery of Simulmedia discuss marketing methods on a diverse range of media and delivery platforms. Watch video and read the complete transcript here.   More

Media & Marketing Opinion Techonomy Events

Risky Marketing

Techonomy 2013 - Tucson, AZ

The Techonomy 2013 session "Smart Media: Waste Not, Want Not" brought together marketing professionals from firms as diverse as Glam Media and YP (formerly Yellow Pages). They discussed how to make targeted advertising desirable by accurately assessing what people want and avoiding offending them. Alison Lowery, chief technology officer for Simulmedia, related how one consumer’s personal feedback to Jeff Bezos regarding her offense at receiving an ad for a “sensitive” product caused Amazon to rethink its ad strategy.   More

Media & Marketing

This Website Developer Leverages the “Engine of the Web”

Jake-philly 3

As CEO of the website creation company 10up, Jake Goldman is an evangelist for WordPress. He began using the open-source development platform in 2006 and started his company specifically to leverage its power. Today, Goldman and several engineers on his team are core contributors to the WordPress project and maintain some of the highest rated plug-ins in the official WordPress repository.   More

Cities Media & Marketing Startup Culture

Detroit’s Ambassador Helps Companies Reward Their Advocates

Screen Shot 2013-09-09 at 2.09.27 PM

How do companies leverage the communities they build among users, and reward consumers for becoming unofficial ambassadors for their products and services? Detroit native Jeff Epstein asked this question in 2008, just as social media was coming into its own as an empowering platform for consumers. Epstein established Ambassador as a way for companies to give their biggest online evangelists a piece of the action. We spoke with him about harnessing word-of-mouth for a digital marketplace, and on Detroit as startup mecca.   More